Your product could be the greatest thing since sliced bread. But how do people know that?

You have created this phenomenal product and can’t wait to start making money from it.

But how are you going to get noticed in the crowded marketplace?

How will people know how useful and valuable your product is?

This is why marketing is so important. Not the throw-everything-at-the-wall-and-see-what-sticks marketing.

Folks who know how to market a product correctly reap all the benefits — customers, engagement, money, likes — everything.

Know Your Customer

Know your customer before you kick off your marketing campaign, and I’m not talking about the “Know Your Customer” law in Fintech or Cryptocurrencies.

Once you define your ideal customer, you can select at least one, or a combination of, the marketing strategies discussed below.

To launch a new product effectively and to make sure that it finds traction with your target audience, you will need to consider a number of marketing strategies.

Let’s take a look at some of the most effective ones in both outbound and inbound marketing channels.

Outbound Marketing Channels

Outbound marketing is a marketing strategy which involves identifying potential buyers or target customers and reaching out to them by phone or email or calling them for an in-person meeting.

This can work very well for you if you have a B2B product. You will first need to develop a list of prospects that you can reach out to.

B2B Marketing

Business-to-business marketing is about marketing your product to other businesses, companies or organizations, who in turn resell the product, or use it to augment their own products or services.

The job of a B2B copywriter is to create effective B2B copy, including sales letters, white papers, and case studies for the product or service. With this in mind, the copywriter needs to know who the decision makers are within the companies interested in the product or service. These people approve the buying and selling decisions on behalf of their companies, so the B2B copy needs to market to them.

Email Marketing

Email marketing is still one of the most cost-effective marketing strategies. Ignore the rumors that email marketing is dead.

Email is still a great way to connect with potential buyers and exchange information about your products. While it is ideal to have your customers opt into your email list, you can still launch a cold emailing campaign to get your product or service in front of people — in their inboxes.

The key is to follow up on your prospects via email to accurately gauge interest by measuring open and click-through rates of your email campaign.

Direct Mail

Direct mail remains among the most effective outbound marketing strategies, if for no reason other than that it sets you apart from all the online marketers.

Paper mail is tangible, and your direct mail campaign will make your offer seem more genuine and sincere. It shows how serious you are about promoting your business, and for B2B marketers, direct mail marketing is the most ideal, especially in the Internet age.

Inbound Marketing Channels

The difference between inbound and outbound marketing is inbound allows people to come to you, instead of you reaching out to them. With online content and social media marketing, you give people a chance to visit your landing page and opt into your email list. From there, you can generate leads and convert them into paying customers.

The great thing about inbound marketing is that it is much cheaper than outbound marketing on a per-lead and per-customer basis.

Content Marketing

Content marketing involves publishing content to inform and educate potential buyers about your new product. This is a great way to influence them into making a decision to buy your product without seeming too “salesy”.

For example,  if you are launching a new tech product, software or app, a copywriter with a relevant technical background would create content for your inbound marketing campaign.

You’re probably no stranger to the debate between technical writers and copywriters. A technical copywriter combines the best of both. A technical copywriter is a writer who knows the technology behind the product and can generate persuasive copy that target customers can understand.

Social Media Marketing

As a startup entrepreneur or business owner, you will be well aware of the importance of marketing on Facebook, Twitter, LinkedIn, Instagram, Snapchat and a number of social media sites. Facebook alone has over 2 billion active members while Instagram has 700 million. That’s a lot of people!

Social media marketing can really make a lot of difference to your prospects.

However, social media marketing needs to be done the right way. Social media, especially Twitter, is a crowded marketplace, with ever decreasing attention spans and signal-to-noise ratios. There is so much noise on social media that your message can easily get lost.

Fortunately, Facebook has a great tool for determining your target audience before placing an ad. Facebook allows you to narrow your audience down to certain demographics, locations, interests, job titles, and anything relevant for your product or service.

Internet Marketing

Internet marketing is a new form of marketing technique that has emerged since the early 2000s. It involves a number of different strategies such as search engine marketing, paid-per-click advertising, affiliate marketing, e-commerce marketing and a number of other techniques to get the word out about your product or service.

Video Marketing

One of the best ways to communicate the virtues of a product or a service is to create a compelling video on it.

For many reasons, video marketing is one of the most effective forms of marketing these days. Video sharing sites such as YouTube get an audience of 2 billion or more and are a great way to get the word out. YouTube, since acquired by Google, has powerful SEO juice that helps you get your video content out to a large number of people.

Final Words on How to Market a Product

Whichever strategy you use, make sure to tailor your marketing campaign to your ideal customer. This is key to making your product and service visible — and attractive — to your target market.

Anytime you need help with crafting the best marketing strategy that fits your ideal customer profile, or with creating compelling copy to build around your marketing campaign, contact me and let me know how I can help you.

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